The work is devoted to the analysis of the phenomenon of dignity, which is studied by modern socio-humanitarian sciences as an orientation of moral consciousness and expresses the idea of the value of each person as a unique individual, as well as a special moral attitude of the individual to himself and the expectation of an appropriate response to the respectful attitude towards him by the society in which his value is recognized. We have established that dignity is primarily a form of self-awareness and self-control, which is the basis of a person's demands on himself or herself, and is closely related to such personality traits as conscience, honor, and responsibility. The concept of dignity is considered in the modern socio-philosophical discourse in the context of the value orientations of representatives of Ukrainian society and determines their patriotic behavior, which is especially in demand in the threatening conditions of martial law, which can deform the personality. Therefore, it is extremely important for the philosophical understanding of human dignity that all human abilities and preferences are involved in its production, and that value becomes a phenomenon of internal choice. The Russian narratives of the "little brother" and "peasantry" were aimed at the dignity of the entire nation, which in the war earned the respect of the whole world. It is established that the main characteristics of Ukrainian society are expressed by three key words: courage, resilience and solidarity, and therefore the author focuses on the etymology of the word victory, since it is in this desire for victory that human dignity is reflected in the consciousness of every Ukrainian. The author substantiates the social mechanisms of influence on the observance of human rights in war, on the preservation of dignity and the protection of dignity in the circumstances of new risks of the Russian-Ukrainian war.